| Introduction. Chapter 1 Size Is Not a Strategy. Maintaining Pricing Integrity. Better to Be a Profit Leader than a Market Leader. Why Bigness Doesn’t Lead to Greatness. Hired to Be Effective, Not Efficient. Chapter 2 How and Why Brands Become Homogenized. The Urge to Copy. The Folly of All-In-One. Line Extension Is Not Branding. There’s No Such Thing as Full Service. The Natural Fear of Focus Chapter 3 The Mature Company’s Identity Crisis. Differentiation and Price Premiums. Columbus, Not Napoleon. The Diffusion of Identity. Landing in No-Man’s Land. Strategy at the Edges. Not Best Practices, but Next Practices. Chapter 4 Expanding Business by Narrowing Focus. There’s No Such Thing as a General Market. Vertical Success versus Horizontal Success. The Strategic Value of Going Deep. Chapter 5 Positioning as the Centerpiece of Business Strategy. What Are You Really Selling? Becoming Hard to Imitate. Two Critical Dimensions of an Effective Value Proposition. A Category of One. A Brand Is the Customer’s Idea of the Product. Natural Outcomes of a Powerful Value Proposition. Chapter 6 Building Brand Boundaries. Brand Boundary 1: Calling. Brand Boundary 2: Customers. Brand Boundary 3: Competencies. Brand Boundary 4: Culture. The Confluence of Calling, Customers, Competencies, and Culture. Chapter 7 Validating the Value Proposition. Be Rooted in the Future, Not the Past. The Value Proposition Team. Asking the Right Questions. Chapter 8 Without Execution, There Is No Strategy. Services. Staffing. Self-Promotion. Systems. Staging. Executing a Positioning Strategy with Alignment Teams. Rebuilding Your Ship While at Sea. Chapter 9 Getting Paid for Creating Value. The Perils of Cost-Based Compensation. Changing the Language. Pricing as a Core Competency. Why a Value-Based Approach is in the Client’s Best Interest. The Alignment of Incentives. Creating a Virtuous Circle. Chapter 10 A New and Better Way to Price Professional Services. Forms of Value-Based Pricing. The Right Clients for Outcome-Based Agreements. The True Meaning of Partnership. Uncovering Missed Opportunities to Make Pricing a Core Competency. Key Questions in Setting a Value-Based Price. If Complex Global Companies Can Do It, So Can You. Better Time Tracking Is Not the Answer. Thinking of Compensation Plans as a Stock Portfolio. Setting the Stage for a Value-Based Approach to Compensation. A Declaration of Value. Appendix A: The Before-and-After Survey. Appendix B: More Ways to Differentiate Your Brand. Appendix C: Indicators of the Firm’s Success. Notes. About the Author. Index. |
内容加载中，请稍后...
商品评论（0条）